Product Innovation Mistakes.docVIP

 PAGE \* MERGEFORMAT 11 Product Innovation Mistakes 2006 is the Chinese year of innovation in marketing circles, as advocated by marketing masters as: management system should be a long time it adheres to, the product must constantly innovate. Fast moving consumer goods with its short production cycle and low added value, low barriers to entry, brand concentration of many unfavorable characteristics are not high, leading to demand for its product innovation and more urgent. In 2006, even the strong supplier of fast moving consumer goods chain store with the national contract terms, costs down and have a total of 20 points. That is to achieve one million sales, suppliers to the supermarket to 200,000 channel costs, can only exchange for a supermarket co-operation with the qualifications. Together with the late pull advertising, promotion, promotion, dealer support, there is no 50-point margin space, it is difficult in the modern channels of fast moving consumer goods have a superior performance. Therefore, product innovation is imperative. The domestic fast moving consumer goods manufacturers have been clearly aware of the need for product innovation, but also have product innovation, but often unconsciously into a number of errors: 1, product innovation is not a product innovation Product innovation, including technology research and development, materials, updates, process transformation, designed to break and so on. However, due to fast moving consumer goods production cycle is short, low-technology, many manufacturers always want a night time, a breakthrough product innovation thus becomes the product of creativity. Many manufacturers too late to market research, it is too late for consumers to psychological analysis, but rather an attempt to find some of the selling points to earn quick fame sales, like film and television, like started making gimmick. In 2004, the Huiyuan juice business in developing rapidly, competition tragic functional drinks ma